How You Move Forward: Neimand Collaborative. Social Impact Marketing.

You move forward by working all the angles that create impact.Working all the angles that create impact.

Government is too small to do it all. Philanthropy doesn’t have enough money. Private enterprise needs incentive to meet public needs. People, when properly motivated as consumers of policies and products, greatly influence the marketplace of public and private innovation.

  • Politics

    The best politics creates the best policies.

  • Policy

    The best policies meet public needs.

  • People

    Popular support drives the best politics.

Politics drives policy
and people drive both.

A simple method for social impact.

We have an intuitive way to move you forward: meet people where they are, find connecting interests and lead them to a better place.

  • Goals

    What you’re trying to achieve with whom and how fast.

  • Research

    Where your value connects with what people value.

  • Brand & Message

    One message that builds valued relationships with different people.

  • Market

    A practical and measurable strategy that moves everyone to act in their own interest and the interests of others.

We simplify the complexity of rallying government, philanthropy, private enterprise, practitioners
and people around something new and better.

Impact:
MasterCard®

Master Your Card:
the business of social impact.

Commercial products and services play a big role in bringing social and economic solutions to scale. We jumped at the opportunity to work with MasterCard after seeing how electronic payment technology could produce upward mobility for vulnerable populations and small businesses—so we developed a public education campaign to help stakeholders see this value.

Problem

MasterCard’s electronic payment technology creates affordable, financially empowering solutions that weren’t widely understood or appreciated by consumers, small businesses and governments. As a result, electronic payments were getting lumped in with financial reform efforts that would actually reduce access to technology that could solve problems for vulnerable populations and small businesses.

Solution

Make a clear distinction between MasterCard and the banks and processors that license its technology. Implement a process of review, research, branding and messaging to launch Master Your Card, a public education campaign that helps people understand how to select and use electronic payments to their benefit—so they condition the market through their choices. Work closely with labor, Latino and African-American leaders to show them how electronic payments can increase financial inclusion, upward mobility and greater profitability for individuauls, small businesses and micro-entrepreneurs. Learn from our community partners how to build better products that meet the needs of their constituencies.

Outcome

Master Your Card has built a bridge between the financially underserved and MasterCard, creating financial empowerment and inclusion faster than government can through policies and nonprofits can through education and advocacy alone. MasterCard has gained greater brand value among policymakers and consumers while understanding how to better serve emerging populations and businesses. Educating seniors how to be smart and safe when making online purchases. Teaching low-income workers how to use prepaid cards as an entry into the modern economy. Taking counsel from Latino, labor and African-American groups that results in MasterCard creating Six Standards for Prepaid Payroll Cards to ensure that employers who use MasterCard technology are making payroll cards work for employees. This is how you move forward in the business of social impact.

Neimand Collaborative

  • Analysis
  • Research design
  • Brand strategy
  • Messaging
  • Conceptualization
  • Marketing
  • Materials development
  • Communications support
  • Brand fidelity
  • Ongoing strategic consultation

Collaborators

StatlerNagle; Artemis Strategy Group; Potomac Communications Group; Groundswell Communications; Mercury Public Affairs.

Team

Rich Neimand

President

Rich quickly grasps the forces that drive behaviors and decisions. Whether it’s surveys, white papers, journalists, politicians, policies, sound bites, Facebook or Twitter—Rich sees the battleground from the outset and his insights influence how we research and build brand, message and marketing strategies. As Creative Director, he helps bring these solutions to life in finished products. A witty and engaging speaker and trainer, Rich helps people move from where they are to where they need to be to create social and economic impact. Many clients rely on him for consultation and advice to maintain brand fidelity, respond to emerging issues and tailor evolving strategies. Raised in Los Angeles by two wonderful parents from Brooklyn, Rich’s career path was blazed through writing, graphic arts, fine arts, commercial advertising and political consulting—all of which contribute to his work in social impact marketing. Rich lives in his beloved Silver Spring with his wife, two wonderful sons and a dog that controls everything in decidedly existential way. No cause is too small or too big for Rich—as long as it holds the promise of moving people forward.

Dave Clayton

Executive Vice President

Dave’s talent is understanding how people relate to issues, organizations, products and programs. A problem solver with an analytic bent for where people hold shared motivations, Dave leads our analysis and research efforts and identifies strategic solutions. He provides an invaluable bridge from research to action, making sure our brand, message and creative solutions remain grounded in meeting client objectives. He works with clients on projects from inception through training and long-term consulting. Growing up in Salt Lake City, Utah, Dave completed studies in psychology and physics at Brigham Young University before earning his doctorate in clinical psychology at the University of North Carolina-Chapel Hill. He left the clinical faculty at BYU’s counseling center in 2001 and moved to D.C. to focus on strategic research and communications. Dave and his wife started their family of four in Chapel Hill, adding children at each stop along the way—and one carbon cyclocross bike that he rides into work each day regardless of rain, sleet, snow, ice, delivery vans on L Street or clueless tourists on the Mall.

Shannon Rosenthal

Vice President Operations

Shannon’s collaborative energy and find-a-solution mentality help to ensure our company is doing right by its clients. With a wealth of direct client and project experience, she now runs our business and us with great instincts for what our team needs on a daily basis to make great impact for our clients and their causes. Her passion for logistics, numbers and organization has made her our go-to person for just about everything that needs to go right. Shannon is the rock who rocks. A native of New Jersey, Shannon moved to North Carolina during her high school years and later completed her degree in marketing at East Carolina University. In 2000, she moved to Washington, D.C., where she honed her skills in marketing, production and team management—and found her husband. She, her husband and their two daughters are here for good with family and friends that make the D.C. area home.

Sarah Hutchinson

Vice President Creative Services

In addition to mastering content and strategy, Sarah has the twin gifts of knowing how to get things done and knowing how to get people to do them. Combining these abilities with her expertise in creative development and campaign execution, she’s a part of our work from beginning to end. Sarah’s leadership includes digital and print materials, website development, advertising and social media campaigns. Her skills enable many of our clients to mount powerful and effective campaigns even when they are on relatively small budgets. Sarah also leads project teams and manages internal and external team members to ensure the quality and timeliness of our work. Born in Boulder, Colorado, Sarah grew up in Minden, Nevada, on a ranch in the Sierra foothills. At 15, she attended a campaign training workshop where she met Rich, who casually offered her a job once she got out of college. Much to Rich’s surprise, Sarah came to D.C. to claim her job after earning her degree in English at the College of William & Mary in Virginia. Now eating and drinking her way through every D.C. hotspot, Sarah is married to a great guy—we doubt that she will ever settle down.

Armando Molina Bou

Creative Director

With more than 20 years of experience in strategic branding and political communications, Armando has worked on every conceivable type of advocacy, grassroots, lobbying and corporate campaign. For web and print campaigns, Armando plays many roles—creative and art director, designer and writer. He has an uncanny ability to visually translate the message and help clients understand their brand, values, audience and long-term goals. Armando grew up in Puerto Rico and earned dual degrees from Pennsylvania State University in communications and graphic design. His work has been showcased by International Papers and Mohawk Papers and included in the permanent collection of the Smithsonian. Armando has served as a key creative partner with Rich Neimand since 1995, most recently collaborating from Buenos Aires, Argentina, where he and his daughter make their home—and share a love for photography…and vintage Fisher Price toys.

Jessica Forrester

Communications Manager

Jessica blends her writing ability with clear understanding and close attention to detail as she manages projects and supports campaigns. We count on her for quality control of both the process and the content of our work. She always keeps things moving smoothly, but her greatest contribution—beyond being the nicest person in the world—is her knack for identifying what’s most important in research and content and helping us turn it into audience-focused communications. She’s often the first person to review reports, white papers and technical documents and draft materials that serve as the foundation for our finished products. Jessica grew up in Topanga Canyon, California, and graduated Phi Beta Kappa with a degree in psychology from the University of California, San Diego. She came east in 2010 and now calls Washington, D.C. home.

Will comprehensive make a comeback?

There is nothing like the fall conference season to instill wonder and weariness. Wonder in the intelligence, creativity and dedication of people who want to create better lives for others. Weariness at the thought that after two months and untold inspiration, you may have been a part of an intellectual feed lot that ultimately leads good ideas to slaughter while calving next year’s bounty.

By October’s end I’m usually suffering from silver bullet syndrome, a condition in which one cannot sit through one more presentation about the next big thing that creatively disrupts everything to create the change we need. Storytelling. Mashups. Social media. Audience targeting. Community organizing. Research. Messaging. Politics. Lobbying. Public relations. Programs. Videos. Killer websites. Micro-targeting. Each in their own bucket. Never the twain shall meet.

But something different was afoot this year. Comprehensive approaches to creating social change were making a comeback.

It started when I tagged along with Professor James Heckman during two of his rare appearances in Washington. The first was a small discussion at the Brookings Institution that wrestled with how to reduce economic inequality. The other was a talk at the International Monetary Fund hosted by the Chicago Economics Society. Someone asked Heckman the same silver bullet question at both events: “If you had X billion dollars to spend, what one thing would you invest in to reduce economic inequality?”

Heckman responded that the best investment was in a range of programs and resources that build a scaffolding of support around young, economically disadvantaged families and children. That means prenatal care; parental education; voluntary home visiting; early nutrition, health and learning for children; and the development of cognitive and social skills throughout early education, formal schooling and career training.

In short, the “one thing” is a long list of comprehensive and coordinated things. It’s sound advice, but a bad sound bite (the very thing I’m hired to prevent). Building such a scaffolding is often beyond the attention span of politicians, thought leaders, philanthropists and nonprofits. The only thing harder than building a system is selling one.

Heckman’s family scaffolding would take a massive marketing effort among grassroots and grasstops groups, gobs of political capital among those on the left and right, and the coordinated lobbying of multiple legislative committees and government agencies to create both the demand for and supply of this comprehensive approach to fighting inequality. Impossible? No, just hard work and persistence. One of our clients, the First Five Years Fund, is seeking to do just that with the backing of visionary funders who know that change only happens on multiple fronts.

Others are thinking the same thing. We saw it at the recent UN Foundation Social Good Summit in New York City. While focused on the power of social media to create change, speaker after speaker acknowledged the need for the original social networking: physically talking to people, meeting them where they are and connecting them with others to achieve mutual goals. Melinda Gates spoke about the need to put programs together into a comprehensive approach. She said that when you talk to mothers about vaccinating their children, they talk about their other priorities such as employment, transportation and food. Poverty isn’t an empty wallet; it’s a ladder with wide gaps between the rungs.

Similarly, people at the Aspen Institute’s Ascend ThinkXChange Conference grappled with how to move vulnerable children and their parents toward educational success and economic security. One participant raised a great question: with so many promising early education and health programs for children and so many innovative resources for parents, how do we put the them all together into an efficient support system? In the past, typical conference attendees would have dismissed that as process getting in the way of progress. Yet, the ThinkXChange participants acknowledged that while they were focused on doing their one thing well, they had to do better at creating linkages between programs and coordinating other advocates, practitioners and institutions.

I returned home from my conference voyages to find Dave working on an effort to create healthier foods by leveraging advocates, mainstream consumers, suppliers, producers and regulators into market-driven social change. Sarah just came back from Social Media Week Chicago, where she spoke on a panel about social media and social impact that was coordinated by our friends and colleagues at Frequency540.

“I told them that they could win in social media and lose in social impact if they didn’t have a campaign that integrates grassroots, grasstops and lobbying,” she said. “I was a little disappointed that nobody threw me out of the room.”

Comprehensive is making a comeback.

Let’s talk.

We work for a wide range of groups on a wide range of issues with a wide range of budgets.
Big organization or small, what we care about most is helping people move forward. If you’re doing something great, give us a call and let us help you make a greater impact.

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Call us at 202.637.9732
info@neimandcollaborative.com

1025 Vermont Avenue, NW, Suite 830
Washington, DC 20005